1. - Lumsa

SUSTAINABLE MARKETING MANAGEMENT OF EVENTS AND FESTIVAL INTENSIVE PROGRAMME MARÍA DEL MAR GRANDIO MIGUEL ÁNGEL NICOLÁS OJEDA Rome, 8-­‐19 july 2013 Sponsorship and strategic communicaRon of music fesRval: young public, adverRsing, beer brands (sponsors) and prossumers.
During two days we are going to work about sponsorship of Spanish Music FesRval combining tradiRonal lesson and a pracRcal workshop. During springRme and summer, many music fesRval raise the courtain in Spain. Young peeple are the consummer of most of these fesRvals. They want to enjoy during two or three days with friends and lisening to theirs favorite music bands. Each year, the number of music fesRvals in Spain increase because and the tourits´ money is good for the city which organizes the event. It is good for hotels, restaurants, bars, etc...of the host city. In general, these music events are very interesRng for brands because the music fesRvals and sponsors have similar young consumers. Day 1. 15-­‐07-­‐2013 Theory and PracRce lessons: 1. Knowing the principal CHARACTERISTICS of music fesRval for young people. 2. AdverRsing and young consumers: images of young people in ads. 3. Analyzing the characterisRcs of SOME SPANISCH music fesRval: Gender of music, localitaRon, during, date, price, sponsors, organizer 4. Analyzing the communicaRon plan of the principal Spanish music fesRval: FIB, SOS, PRIMAVERA SOUND, Rock in Rio 4.1 What are the sponsors? The beer brand 4.2 Analysis of adverRsing campaings: specialist press, spots tv and youtube, web site, social media...etc Day 2. 03-­‐07-­‐2012 Workshop: producRon and presentaRon: During this second day, students will have to design a music fesRval and present their elaborated material. Guidelines will be given to the students to face this part of the workshop. 1. Knowing the principal Spanish music fesRval for young people. WHATS A MUSIC FESTIVAL? IT´S A PRODUCT IT´S A PRODUCT (NORMALY) FOR YOUNG CONSUMERS. …. And, also, a music fesJval is an experiencie brand…. It´s a channel for conect with consumer through the music = through emoJons… Point 2.
Advertising
and young
How are the young people
for marketing and
Now, we wont speak about advertising and young
people, because young are most importan
consumer of the musical festival that we have
analyzed.
1.  First, we are going to answer: “How are the
youngs?”
2. Second, we are going to analyze differente
images of youngs in ads.
1.
“How are the youngs?”
1.
We don´t write only one definiJon of “young”, we have collected ten social different discourses than explain different types of young with different meanings. 1.
1.  Discourse 1. Associete meinging: fashion, exit, vital, subordinate? 2. Discourse 2. Associated meanings: spontaneity / irra@onality / conformist / uncommiAed / without public involvement / consumerist 1.
3. Discourse 3: The younth is a product, an stage betwen chilhood and adult age and they depent of adults for par@cipa@on in social changes. 4. Discourse 4. The younth is an agent of social change. This speech, described the youth as a minority with intent to change and innova@on. This youth is not aligned to dominant culture because this culture is considered obsolete. Young people are recognized as the future and they want to decide their fate. In this case, the young say this speech of theyself. So, the young think that “15M” is an agent of social change. 1.
4. Discourse 4. This speech is different to discourse 4. Now, The younth is considerate an agent of social change. This speech, described the youth as a minority with intent to change and innova@on. This youth is not aligned to dominant culture because this culture is considered obsolete. Young people are recognized as the future and they want to decide their fate. Some meanings associated with youth: independence axiological rebellion, resistance and dissent. “TAKE THE STREET”: YOU CAN READ A CARTEL of youth movement "15M" Indignant Different images of young in 15M Movement , the young think that “15M” is an agent of social change. 1.
5. Subcultural Youtht. We can see different images of juveniles. These are associated with different meanings depending on: Fashion, music, poli@cs, styles. Each subctultura have norms, values and different symbols. Each image means a micro youth. 1
7. Discourse 7. Transi(on to adulthood: The youth is a @me between chilhood and adulthood. It´s a transient @me to learn to be responsable: to marry somebody, to study, to have children, to be adult, to begin to work, etc. 1
8. Discourse 8: Subordinate and discriminate youth. The power of Young people isn´t same than adults. Youth is a risk, a threat to the privileges of adults. Youth are subordinate to the parent. Image in a spanish journal. Other form to show young people of 15M movement. 1
9. Discourse of Search for idenJty: Youth is an age to get the idenJty, It´s an inestable Jme The young people consider very important the music and the estheJc. 1
10. Discourse of Youth Diversity: The youth is plural. We can´t say ”al young people are or aren´t of this form". YOUNGS aren´t uniques and exclusive.. 1
Anthropology helps us understand the social concept of youth. there isn´t an unique definaJon/explicaJon for youth. Antropology says that the meanings of youth depend of combinaJon between diferent cultural aspects: 1. Hegemonic culture. 2. Family culture. 3. GeneraJonal culture. 1
1.  Hegemonic culture: School, Media of communicaJon Goverments PoliJcs, Economic, Religion, Etc. 1
2. Family culture is: RelaJons with the family: father, mother, brothers, sisters, etc. Values, belief religions, customs and rituals of the family. Economic, educaJonal and cultural level of family. 1
3. GeneraJon culture is: relaJonships with other young people, leisure, music, fashion, associaJon, beauty, friendship, etc.. 2
Second, we are going to analyze the images of young in ads. For adverJsing, youth is a concept with mulJple meanings. AdverJsing studies the preferences of young consumers and make different images of young relaJon with the meanings of each brand 2
Movies, literature, adverRsing and journalism make different images of youngs with different meanings. 2
AdverJsing use different young people images to makes its messages. AdverJsing uses differents social and antropolgy discourses about young people because the brands need connect with its consumer in a similar idological meaning nivel. 2
We consum young people images connect with product and service´s characterisJcs (intangible and tangible characterisJcs) 2
For example, we consume images of beauty (men or women) Some meanings connect with beauty: EroJcal, SeduccJon, Sensuality, innocent, etc. When adverJsing use image or discourse about young people and beuty, uses for two posibiliJes. 1. This image don´t represents culture of young people. These images show biological (social discourse) characterisJcs of young (Young = Beuty) 2. These images are a product´s promese (Young = beauty = you don´t get older) Others examples of image young people in ads. Enjoy and friendship Examples DISCOURSE Transi(on to adulthood: YOU WILL BE PREPARED FOR PROFESIONAL SUCCESS EUROPEAN UNIVERSITY MADRID PREPARE TO DRIVE YOUR FUTURE REALLY, do you miss YOUR 20 YEARS? ENJOY WITH THE EXPERIENCE EXPIRE 2
YOUTH IS A PRODUCT WITH DIFFERENT MEANINGS YOUTH IS AN ADVERTING PROMISE YOUTH (THE MEANING ASSOCIATED WITH IT) IS A VALUE ADD FOR MANY PRODUCTS AND SERVICES THIS CARTEL IS AN AD ABOUT AN EXPOSITION OF YOUNG MURILLO (HIS FIRST PAINTINGS) IN "MUSEO DE BELLAS ARTES DE BILBAO". 2
Youth and different styles of life Adventure Cosmopolitan O2
….or Discourse 4. The younth is an agent of social change. 2
2
…or famouse sport young people: SUCCESS SUCCESS OUT SPORT VS SUCCES IN SPORT 2
NOW, ADVERTISING IS INTERACTIVE AND A EXPERIENCE THE TARGET (NO ACTORS, REAL PEOPLE) IS THE PROMISE OF PRODUCTS 2
YOUNG, ADVERTISING, BEACH, FRIENSHIP AND MUSIC CULTURE SUMMER, BRANDS, MUSIC AND YOUNG: LIFE, LOVE, FREEDOM, GAME, SEX -­‐ COCA COLA I -­‐ IN LAPALUNA FESTIVAL hjp://www.youtube.com/watch?v=Bt35-­‐6-­‐cdPs -­‐ IN BAR: hjp://www.youtube.com/watch?v=03a8SCBd5r0 -­‐ TRINA AND “MALDITA NEREA”: hjp://www.youtube.com/watch?v=ydcQnub5i8Q -­‐ SAN MIGUEL: hjp://www.youtube.com/watch?v=TGQGaPzS3ZA -­‐ ESTRELLA DE LEVANTE 2012 SPOT S0S2.0: hjp://www.youtube.com/watch?
v=pREGejXVSUY -­‐ CORONITA 2012/13: hjp://www.youtube.com/watch?v=KLq9mEhjodw -­‐ ESTRELLA DAMM: Different Histories-­‐ Similar meanings -­‐ 2009 Spot Estrella Damm Formentera 2009: hjp://www.youtube.com/watch?
v=1VRZlSSIrwY -­‐ 2010: hjp://www.youtube.com/watch?v=hhKpOz4SROE -­‐ 2011: hjp://www.youtube.com/watch?v=Je2GLJ6ogmU -­‐ 2012: hjp://www.youtube.com/watch?v=azpxHbUyuOw -­‐ 2013: hjp://www.youtube.com/watch?v=Qd32xY6_90c MUSIC FESTIVAL These products (the music fesJvals) are increasing the number of customers in the last years. Music FesJval are very good for the tourism. Some numbers: “The Primavera Sound (Barcelona) has this year 7,4 millons of euros, 450.000 more than the last ediJon. From this budget, 3,25% (240.000 euros) was public funding. The economic impact in Cataluña : 65 millons of euros” (Newspaper: El Mundo, May 2012). Compare the number of fesJval in Spain with Europe MAP OF MUSICAL FESTIVAL IN EUROPE FESTIVALES de MUSICA en ENERO Actual Impar 2013 – del 2 al 6 de enero. FesRval El Subterraneo 2013 – del 10 de enero al 23 de febrero DonosRkluba 2013 – del 17 de enero hasta febrero Winter Indie City 2013 -­‐ de octubre del 2012 a febrero del 2013 FESTIVALES de MUSICA en FEBRERO Microsonidos 2013 – 1 de febrero al 30 de marzo Lurrazpiko Festa 2013 – 2 de febrero MicroMUTEK 2013 – del 6 al 9 de febrero Tanned Tin 2013 – 7 al 10 de febrero Aloud Music FesRval 2013 -­‐ 7, 8 y 9 de febrero Emergència FesRval 2013 – 16 de febrero In-­‐Somni Barcelona 2013 – 15 y 16 de febrero BizBAK 2013 – 22 de febrero, 1 de marzo y 8 de marzo FESTIVALES de MUSICA en MARZO Electromar Day 2013 – 18 de marzo Let’s FesRval 2013 -­‐ del 1 al 23 de marzo TwinPalm 2013 – 15 y 16 de marzo South Pop Sevilla 2013 – 22 y 23 de marzo Spring FesRval 2013 – 23 de marzo FIV 2013 – 22 y 23 de marzo FESTIVALES de MUSICA en ABRIL Ebroclub 2013 -­‐ 12 y 13 de abril Ecolunar 2013 – 20 de abril EnoFesRval 2013 – 27 de abril JamónPop 2013 – 25, 26 y 27 de abril FESTIVALES de MUSICA en MAYO MAZ Basauri 2013 – del 3 al 24 de mayo Viña Rock 2013 – 2, 3 y 4 de mayo SOS 4.8 2013 – 3 y 4 de mayo FesRval Do Norte – 17 y 18 de mayo Territorios Sevilla 2013 – 17 y 18 de mayo Polifonik Sound 2013 – 17 y 18 de mayo Primavera Sound 2013 – 22 al 26 de mayo OpRmus Primavera Sound 2013 – del 30 de mayo al 2 de junio Sonisphere 2013 Madrid – 31 de mayo FESTIVALES de MUSICA en JUNIO Ibiza Rocks 2013 -­‐ del 5 de junio al 18 de sepRembre Mallorca Rocks 2013 -­‐ del 4 de junio al 17 de sepRembre Sonisphere 2013 Barcelona – 1 de junio GranaPop Live 2013 -­‐ Granada y Madrid – 1 de junio Sónar 2013 -­‐ 13, 14 y 15 de junio FesRval Tres Sesenta 2013 -­‐ 13, 14 y 15 de junio FesRval de los SenRdos 2013 – 14, 15 y 16 de junio Contempopránea 2013 -­‐ 19 al 20 de julio Día de la Música 2013 -­‐ 21 y 22 de junio popArb 2013 – 28 y 29 de junio MULAFEST 2013 – 28 y 29 de junio Azkena Rock FesRval 2013 – 28 y 29 de junio Derrame Rock 2013 – 28 y 29 de junio Yahoo! On The Road Madrid -­‐ 29 de junio FESTIVALES de MUSICA en JULIO Faraday 2013 – del 4 al 7 de julio Ojeando FesRval 2013 – 5 y 6 de julio Cruïlla Barcelona 2013 – 5 y 6 de julio Pulpop FesRval 2013 – 6 de julio PalmFest 2013 – del 11 al 13 de julio FIB 2013 – 18, 19, 20 y 21 de julio OpRmus Alive 2013 – 12, 13 y 14 de julio (Lisboa) Bilbao BBK Live 2013 – 11, 12 y 13 de julio Pròxims 2013 – 18 de julio Bona Nit Barcelona 2013 – 20 de julio Monegros Desert 2013 – 20 de julio portAmerica 2013 -­‐19, 20 y 21 de julio Jazzaldia 2013 – del 24 al 28 de julio Low Cost 2013 – 26, 27 y 28 de julio FESTIVALES de MUSICA en AGOSTO ResurrecRon Fest 2013 – 1, 2 y 3 de agosto Santander Music 2013 – 1, 2 y 3 de agosto Arenal Sound 2013 – del 1 al 4 de agosto SonRías Baixas 2013 – 2 y 3 de agosto DreamBeach Villaricos 2013 -­‐ 9 y 10 de agosto Ecopop 2013 – 9 y 10 de agosto Creamfields Andalucia 2013 – 9 y 10 de agosto Paredes de Coura 2013 – del 13 al 1 7 de agosto Sonorama 2013 – del 15 al 17 de agosto FesRval V de Valarés 2013 – 17 de agosto EN Vivo 2013 Bilbao – 28 al 31 de agosto EN Vivo 2013 Madrid -­‐ 28 al 31 de agosto EN Vivo 2013 Barcelona -­‐ 28 al 31 de agosto FESTIVALES de MUSICA en SEPTIEMBRE DCode FesRval 2013 South Pop Isla CrisRna 2013 -­‐ 6, 7 y 8 de sepRembre FesRval Kutxa Kultur 2013 – 6 y 7 de sepRembre MOBA FesRval – del 13 al 15 de sepRembre BAM 2013 – del 20 al 23 de sepRembre Alhambra Sound 2013 – 21 de sepRembre FESTIVALES de MUSICA en OCTUBRE Granapop 2013 – 4 y 5 de octubre Deleste FesRval 2013 – 18 y 19 de octubre Monkey Week 2013 – 31 de octubre al 2 de noviembre The fesRval in numbers: budget Other numbers: “With 4 millions of budget, the same as in 2011, the Sónar (Barcelona) has 5% of public funding (almost 200.000 euros) and generates around 52 millons of euros in Cataluña. The fesRval in numbers: budget The FIB music fesJval has increased its budget in 2012. 3% from the public administraJon. Besides, in its past ediJon has an economic impact Benicassim and surroudings of 18 millons of euros, and more than 13% indirect impact through the media” (El Mundo Newpaper, May 2012). The fesRval in numbers: budget El BBK Live de Bilbao had last year 7 millons of euros, 1,5 was public funding…. The fesRval in numbers: budget SOS 4.8 had 3.4 millons euros (half of it from public administraJon (Región de Murcia). THE 4 POINTS MORE IMPORTANT FOR FUNDING A MUSICAL FESTIVAL: 1. THE PRICE OF THE TICKETS (DEPENDING THE ACTIVITIES, DURATION, QUALITY OF THE BANDS..ETC. 2. CONSUMING PRODUCT WITHIN THE EVENT (ESPECIAL ACTIVITIES): DRINKS/ MERCHANDISING / SERVICES 3. SPONSOR 4. Public funding EXAMPLE IN “PRIMAVERA SOUND-­‐BARCELONA” 2,3% PUBLIC FUNDING 20% SPONSORSHIPS 77,7% TICKETS AND PRODUCTS. (EL PAÍS, JUNE 2011) 2. SOME SPHANISH MUSIC FESTIVAL. CASES OF STUDY: PLACE, CHARACTERISTICS, EXPERIENCES AND VALUE ADDED. THE MUSICAL FESTIVAL ARE PRODUCTS…. ARE EXPERIENCE PRODUCTS…. MUSICAL FESTIVAL ISN´T ONLY A MUSICAL EXPERIENCE IT´S A ECONOMIC …. SOCIAL ….ENJOY EXPERIENCIE. in a fesJval WE DON´T BUY MUSIC, WE LIVE (AN EXPERIENCE) CONCERT AND MUSIC FESTIVAL EXPERIENCE PROUDTS….EXPERIENCE ECONOMY MUSICAL FESTIVAL IS NO ONLY AN EXPERIENCE MUSICAL… THE MUSIC ISN´T THE PROUDUCT THE PRODUCT ARE VALUE ADDED THE PRODUT ARE THE REGARDS EXPERIENCE PROUDTS….EXPERIENCE ECONOMY MUSICAL FESTIVAL IS NO ONLY AN EXPERIENCE MUSICAL… ALL THESE REGARDS ARE IN INTERNET AND THEY ARE A NEW EXPIENCIE FOR OTHER PEOPLE EACH CONSUMER PROYECT HIS REGARDS. HIS EXPERIENCES EXPAMPLE. LOOK FOR “FESTIVAL SOS 2012” IN YOUTUBE WE CAN SEE DIFFERENT RESULTS, DIFFERENT REGARDS (VIDEOS, PICTURES, MUSIC…) SOME SPHANISH MUSIC FESTIVAL. CASES OF STUDY: PLACE, CHARACTERISTICS, EXPERIENCES AND VALUE ADDED. • 
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SOS (MURCIA) ROCK & RIOS (MADRIDSONAR (BARCELONA) PRIMAVERA (SPRING) SOUND (BARCELONA) FIAB (BENICASIM CASTELLÓN) CHARACTERISTICS, EXPERIENCES AND VALUE ADDED. •  MUSIC FESTIVALS ARE EXPERIENCES WITH SIMILAR CHARACTERISTICS: – 
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LEISURE (VALUE ADDED) PRICE (VALUE ADDED) FREEDOM (VALUE ADDED) ADVENTURE (VALUE ADDED) = EX. WHERE ARE YOU GOINIG TO SLEEP? IN A CAMPSITE FRIENDSHIP (VALUE ADDED) TURISM (VALUE ADDED) = CITY = WHAT DO CITY OFFER TO CONSUMER? = LEISURE, BEACH, SUN, HISTORY, CULTURE, ETC… WITHOUT HOURS (VALUE ADDED) = DON´T SLEEP. MUSIC… (MUSICAL GENDER IS IMPORTANT FOR DEMAND, BUT YOU THIK THIS: IN A CONCERT IN SPECIALIZED ROOM OF MUSIC, YOU CAN LISTEN THE MUSIC BETTER THAN IN A MUSIC FESTIVAL) OTHERS (SINGULAR FOR EACH FESTIVAL: VALUES ADDED FOR BRANDS EXPERIENCE BRANDS: ACTIVITIES BRANDS&CONSUMERS CONSUMERS DEMAND NEW EXPERIENCES IN ROCK IN RIOS MADRID 2010… “At the fesJval Rock & Rios, 2010, many people jumped on a zip line (200 meters long and 30 meters high) crossing in front of the main stage. At night, many people preferred to zip up and did not ajend the performances.” (Héctor Fouce, 2011) CONSUMERS PEOPLE WANT TO SHOW THEIR NEW EXPERIENCES Exaple. Find “Jrolina rock in rio” in Youtube hjp://www.youtube.com/watch?v=XxNPM1eL6uA&feature=related •  hjp://www.youtube.com/watch?
v=Mc0ggyHcQBk&list=WLSCFTenG9jlEB_Za27
U4HNC3cB-­‐RkWYNX 3. SOME SPHANISH MUSIC FESTIVAL Analysis of the CommunicaRon plans of the Music FesRval. 3.1. SOS (MURCIA) hjp://www.sos48.com/index.php 3.1 SOS (MURCIA) hjp://www.sos48.com/index.php SLOGAN: INTERNATIONAL FESTIVAL OF ARTISTIC ACTION meaning: culture, music and sustainable 3.1. SOS (MURCIA) hjp://www.sos48.com/index.php MUSICAL ACTS: 4 scenarios -­‐ Estrella Levante, -­‐ Jagermeister, -­‐ Auditorium -­‐ SOS Club: 3.1 SOS (MURCIA) hjp://www.sos48.com/index.php VIDEO: hjp://www.tendencias.tv/living/sos48-­‐2012.html 3.2. SOS (MURCIA) SOS 4.8 IS A MUSIC AND SOCIAL FESTIVAL: MUSIC AND CULTURE AND ART CONFERENCES AT THE END OF SOS 4.8 FESTIVAL, YOU CAN READ ALL CONFERENCES IN THE FOLLOWING ADDRES hjp://www.sos48.com/index.php/librosos 3.2. SOS (MURCIA) GENERAL CHARACTERISTICS: TWO DAYS. DURING: MUSIC GENDER: INDI/ROCK/ELECTRONIC DISTRIBUTION OF BANDS: -­‐ FRADAY, 4/MAY/2012: Buraka Som Sistema -­‐ Friendly Fires-­‐ The Gossip -­‐ Grupo Expertos Solynieve -­‐Kiko Veneno -­‐ La Estrella de David -­‐ MagneJc Fields -­‐Nacho Vegas -­‐ Pulp-­‐ Raül Fernández & Enric Montefusco-­‐SebAsJan -­‐Simian Mobile Disco -­‐ John Talabot dj set -­‐The Kills -­‐The New Raemon -­‐ Yelle Djs -­‐ The Zombie Kids -­‐ SATURDAY, 5/MAY/2012 PRICE: UNEXPENSIVE 3.2. FESTIVAL FIB www.fiberfib.com •  Fib Cinema •  Fib Actúa •  Fib Art •  Fib Comedia •  Fib Cursos Official sponsors: Heineken Trident senses Terra Pringles Public insJtuJons (collaborators): Heineken Trident senses Terra Pringles Pre-­‐Fib Benicassim 2011 www.tendencias.tv/culture/pre-­‐fib-­‐
benicassim-­‐2011 Heineken MYFESTIVAL “Create your own fesJval” www.heineken.com/es/AgeGateway.aspx HEINEKEN: SPONSOR OF FIB •  www.heinken.es “My fesJval” “Heineken with the music”…. 3.3. PRIMAVERA SOUND •  “Primavera sounds”, also know as San Miguel Primavera sounds •  In Barcelona •  Since 2002 •  Around 74.000 people • 
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www.primaverasound.com www.sanmiguelprimaverasound.es Since 1995 Music genre: indie rock, indie pop, electronic In 2011, 200.000 people Official sponsors: San Miguel Ray-­‐Ban Adidas Mini Spot Youtube “San Miguel Primavera Sound 2012” San Miguel (spot San Miguel: beer, summer, music, young people….) Ray-­‐Ban Adidas Mini Primavera Sound 2012 www.tendencias.tv/living/primavera_sound-­‐2012 Spot of San Miguel 2012 #lacancióndeSanMiguel Everything you didn’t go (Youtube)